A comparative study of user experience in online social media branding web pages using eye tracker

Using Eye Tracking Approach in Analyzing Social Network Site Area of Interest for Consumers’ Decision Making in Social Commerce

“…Specifically, web design includes the layout and content are significantly influence consumer purchase decision. Nevertheless, for SNS, the essence of the content design is its UCG [23,26]. These contents are organized in specific area in SNS page and eye tracking approach always used in order to examine the area [11,12] because eye tracking is one of the process tracking method to determine consumer decision making due to the fact eye movement and gaze can reflect human thought in decision making [20,21].…”

“…However, lack studies have been undertaken through SNSbased commerce. Menon et al [23] and Kumar [26] have conducted eye tracking study by examining targeted area of Facebook but solely focusing on SGC AOIs. The results indicated fixation duration higher on price placement near image [23] and heat maps showed the placement of the image of human face gets more consumers' intensity and attention [26].…”

“…Huang & Kuo [20], Wang et al [21] and Pavani et al [22] conducted eye tracking study on information presentation, navigation and complexity level and task of e-commerce website. Menon et al [23], Mikalef et al [24,25] and Kumar et al [26] conducted eye tracking study on the s-commerce context. All studies showed the significant finding of eye-tracking data associate with consumers' purchase decision.…”

A glimpse on big data analytics in the framework of marketing strategies

“…This social network is able to provide useful social big data both for companies and for those people looking for a job position, because enterprises have to promote their business brand whereas unemployed people want to advertise their personal brand. Further examples in this category can be found in [9], [50] and in [66]. In the first of these works the authors analyze the improvement of brand reputation in the financial sector, specifically a bank tried to change the impression consumers have towards itself exploiting new social media channels.…”